“The economy has been influencing the activities moms do with their kids, with many of them trying to save by opting for more affordable leisure activities and spending more time at home rather than going out.”– Renata Pompa de Moura, Research Manager

This report examines the following areas:

Financial security is a great concern of moms

Single moms are more likely to feel they need more time for themselves

What can malls and leisure centers do to continue attracting consumers?

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Table of contents

Overview

What you need to know

Definition

Executive Summary

Child safety is the top concern of moms

Figure 1: Concerns toward the welfare of child/children, July 2015

More dedicating and less strict parenting

Figure 2: Attitudes toward parenting, July 2015

Moms have been watching more TV with their children

Figure 3: Changes in frequency of doing activities, July 2015

AB moms are the most likely to find more time to spend with their children

Figure 4: Reasons to change the frequency of activities, July 2015

What we think

Issues and Insights

Financial security is a great concern of moms

The facts

The implications

Single moms are more likely to feel they need more time for themselves

The facts

The implications

What can malls and leisure centers do to continue attracting consumers?

28% of moms have been encouraging their child/children to take part in more outdoor activities

Figure 25: Selected reasons to change the frequency of activities, July 2015

As children age, leisure activities with moms decline

Figure 26: Agreement with the statements “I think that my child/children would rather go out with friends then their parents” and “my child/children are reluctant to take part in leisure activities with me,” by age of children, July 2015

Appendix – Abbreviations

Companies Covered

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